Ultra Electronics

Ultra Electronics (Ultra) specialises in providing application-engineered bespoke solutions serving the defence, security, and critical detection and control markets. With a score of 6.98, it comes in at number 32.

The brand scores highest for its personality and consistent use of brand identity. Although it has similar personality attributes to Rolls-Royce, this still serves as a key differentiator in the engineering & industrial manufacturing sector. The visual and verbal identity reflects the brand’s ‘fearless’ attitude and is consistently implemented across key communications touchpoints. We see two key areas of opportunity for Ultra. We feel the brand narrative should be evolved to be more purpose-driven and less focused on the company’s functional capabilities. The second opportunity lies in strengthening its ESG position and strategy beyond mere compliance and adherence to rules and regulations. Supporting charities and local communities is commendable, but not enough on its own. Ultra needs an overarching ESG framework with clear targets and measurement in order to hold itself accountable to the commitments stated on its website.